McDonalds marketing Case Study Example | Topics and Well Written Essays - 2500 words

McDonalds marketing - Case Study ExampleMcDonaldss worldwide trading operations be characterized by ever increasing uncertainty and competition. Against this backdrop its essential to consider the extent to which the harvest-festival and service quality has an impact on guests at its restaurants. As much as fast viands restaurants are highly influenced by competitor behavior as an exogenous variable, the staff also affects the consumers detection and behavior as an endogenous variable. This paradigm of behavior is essentially associated with the ever rising fast nutrient restaurant competition in townships across the globe and above all customer satisfaction strategies and initiatives bugger off shaped McDonalds global operations.Thus the consumer buying behavior is influenced by various in a way that indisputably acts standardized the harbinger of all organizational outcomes (Fornell, & Johnson, 1996). The theoretical and conceptual framework of this research effort would b e essentially determined by the relevance of the existing theoretical postulates and the conceptual frameworks of analysis and reference. Thus there allow be an in-depth examination of the available literature on the subject to identify the correlations between among a fructify of more significant endogenous and exogenous variables involved in customer satisfaction and loyalty at McDonalds.The behavioral dimension refers to repeat purchases and attitudinal perspective refers to customers intention to repurchase and recommend the crop to others. These are well-grounded indicators of a loyal customer. Thus corporate image of McDonalds is determined by its ability to penetrate and hold on niche market segments for longer duration of time. As a result the corporate image of the partnership receives a boost. McDonalds has been expereining a rise in its corporate image among consumers over the past few eld (Gustafsson, 2005). Corporate image depends on the companys advertising, pu blic relationship, word-of-mouth communication and actual experience related strategies and initiatives. McDonalds has been consumer concentrate and is well known for its concern for customer satisfaction and service quality. Thus there is a tidy amount of positive impact on its marketing campaigns. Repeat purchases are made by customers below extreme circumstances in the fast food industry because potential customers are attracted by bell discounts and unique benefits. As much as the price of the product matters product benefits also matters. Enhanced product specifications and performance act as a compulsion on potential repeat purchasers who weigh both(prenominal) price and quality on one hand and product innovation on the other (DiJulius, 2003). McDonalds has succeeded here. 1.1. meditation or thesis statement The thesis statement of this paper rests on the testing of the primacy and the immediacy of a core group of theoretical and conceptual perspectives appertaining to the impact of product and service quality dimensions on the customer satisfaction at McDonalds against the backdrop of the formers cultural diversity and the latters constant exposure to competition related issues on with the defined or undefined organizational outcomes (Hayes, 2008). Both a priori and a posteriori elements of customer satisfaction are inherently included in the analysis to capture the convergence/divergence framework of reference in spite of appearance McDonalds employee relations and work culture.